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"All my friends and family are now just points to me."




Creative Agency:
Leo Singapore

Client:
McDonald’s Singapore

Executive Creative Director:
Sharim Gubbels

Group Creative Director:
Wei Cong Chong

Art Director:
Sandy Ang

Copywriter:
Emilia Tan

Production House:
Little Red Ants

Director:
Yan Zhao

Background

Ah, loyalty points. What do they really do? For most Singaporeans, not much.
Not even if you're the tastiest rewards app. McDonald's MyM Rewards had half the nation signed up, but only 30% stayed active. So how do we win these lapsed users back?


Then we spotted a cheeky hack:

"Always be the one placing the group order and keep all the points."

Simple. Cunning. Genius.

Idea

Introducing McDonald's MyM Mastermind.

We seeded the hack into fans, prompting them to see friends and family as treasure troves of preeeecious points. Then we tipped them into action with one update:

Group orders now earn bonus Mastermind Points. Sparking a wave of "McDonald's? I'll order!" from lunch manipulators, snack strategists and dinner conspirators.

And to train our Masterminds?
We dropped Masterclasses from other Masterminds through social.
Totally changing the loyalty system by gamifying it.


TVC